A qualitative case exploration of the use of image political advertising in the Taiwanese presidential election of 2000

Norman Peng and Chris Hackley

(2005)

Norman Peng and Chris Hackley (2005) A qualitative case exploration of the use of image political advertising in the Taiwanese presidential election of 2000.

Our Full Text Deposits

Full text access: Open

Full Text - 887.9 KB

Abstract

By 'image' advertising we refer to television and press advertising that applies brand marketing techniques to political campaigns. Such advertising tends to contain appealing imagery and symbolism rather than factual, policy-based appeals. In the Taiwanese presidential election of 2000 the main opposition party, the Democratic Progressive Party, used image advertising on TV before their widely unexpected victory. This was a major departure for the DPP who until then were typically associated with poorly resourced, controversial but ineffective election advertising. This paper examines the Taiwanese political context and briefly reviews relevant research literature before discussing this particular case of political advertising. The paper adopts a mixed interpretive approach drawing on a quantitative analysis of poll data, a qualitative focus group and secondary sources to seek insights into the voter impact this image political advertisement may have had.

Information about this Version

This is a Published version
This version's date is: 06/2005
This item is peer reviewed

Link to this Version

https://repository.royalholloway.ac.uk/items/be66d9e4-7374-7b35-eca4-a356bfa87bc9/1/

Item TypeMonograph (Working Paper)
TitleA qualitative case exploration of the use of image political advertising in the Taiwanese presidential election of 2000
AuthorsPeng, Norman
Hackley, Chris
Uncontrolled Keywordspolitical advertising, political marketing, Taiwan
DepartmentsFaculty of History and Social Science\Management

Identifiers

isbn0 902194 59 3

Deposited by () on 19-May-2010 in Royal Holloway Research Online.Last modified on 14-Apr-2011

Notes

References

Chang, C. (2003). Party bias in political-advertising processing. Journal of Advertising, 32(2),
55-67.

Devlin, L.P. (1995). Political commercials in American Presidential Elections. In: Kaid, L.L. and
Holtz-Bacha, C. (Eds.), Political advertising in western democracies: parties and
candidates on televisions, Thousand Oaks, CA: SAGE Publications Inc.

Easterby-Smith, M., Thorpe, R. and Lowe, A. (2002). Management Research- An Introduction.
(2nd Edn) London, Sage.

Franklin, B. (2004). Packaging Politics. London: Arnold

Friestad, M. and Wright, P. (1994). The persuasion knowledge model: how people cope with
persuasion attempts. Journal of ConsumerResearch, 21,1-31.

Hackley, C. (2003). Doing research projects in marketing, management and consumer research,
London: Routledge

Hackley, C. (2005). Advertising and Promotion: Communicating Brands, London, Sage.

Holtz-Bacha, C. and Kaid, L.L (1995). A comparative perspective on political advertising. In:
Kaid, L.L. and Holtz-Bacha, C. (Eds) Political advertising in western democracies: parties
and candidates on televisions, Thousand Oaks, CA: SAGE Publications Inc

Jamieson, K.H. (1996.) Packaging the Presidency. (1st edition) New York, Oxford: Oxford
University Press.

Johnson-Cartee, K.S. and Copeland, G.A. (1991). Negative advertising: coming of age, Hillside,
NJ: Hove and London.

Kaid, L.L. (2000). Ethics and political advertising. In: Denton Jr. R.E. (Ed) Political
communication ethics, Westport, CT: Praeger Publishers

Kavanagh, D. (1995). Election campaigning: the new marketing of politic, Blackwell, Oxford.

Lorenzo, D. (1996). Political communication and the study of rhetoric: persuasion from the
standpoint of literary theory and anthropology. In: Stuckey, M.E. (Eds) The theory and
practice of political communication research, Albany, New York: State University of New
York Press.

Maarek, P.J. (1995). Political marketing and communication, London: John Libbey.
Malhotra, N. and Birks, D. (2003). Marketing Research: An Applied Approach. (2nd ed),
Scotprint Ltd, Scotland: Financial Times Prentice Hall, Inc

McNair, B. (1999). Introduction to political communication. (2nd edition) New York, New York:
Routledge.

Messaris, P. (1997). Visual persuasion. Thousand oaks, London: Sage Publications.

Noggle, G. and Kaid, L.L. (2000). The effects of visual images in political ads: experimental
testing of distortions and visual literacy. Social science quarterly, 81(4), 913-927.

Peter, P. and Olson, J. (1999). Consumer behavior and Marketing Strategy. (5th ed), USA:
Irwin/McGraw-Hill.

Political communication toolbox. (2004). http://www.dpp.org.tw/

Rigger, S. (2001). From opposition to power-Taiwan’s Democratic Progressive Party, Covent
Garden, London: Lynne Rienner Publiser.

Roy, D. (2003). Taiwan: a political history, Ithaca, New York: Cornell University Press.

Smith, L.D. and Johnston, A. (1991). Burke’s sociological criticism applied to political
A Qualitative Case Exploration of the Use of Image Political Advertising in the Taiwanese Presidential Election of 2000 advertising: an anecdotal taxonomy of Presidential commercials. In: Biocca, F. (Ed) Television and political advertising volume 2, Hillsdale, New Jersey: Lawrence Erlbaum
Associatted, Inc.

Szybillo, G..J. and Hartenbaum, R.F. (1976). Political advertising and the broadcast media.
Journal of Advertising, 5(4), 42-52.

Tien, H.M. (1996). Elections and Taiwan’s democratic development. In: Tien, H.M. (Ed)
Taiwan’s electoral politics and democratic transition, Armonk, New York: An East Gate
Book.

Thomson, C.J., Pollio, C.R., and Locander, W.B. (1994). The spoken and the unspoken: A
hermeneutic approach to understanding the cultural viewpoints that underlie consumers’
expressed meanings’, Journal of Consumer Research, 21, December, 413-53.
Foreign References

Election Library, http://www.dpp.org.tw/

Mosco, V.,Tranlated by 馮建三/Feng Jian-san、程宗明/Cheng Zong-ming(1998)《The
political economy of communication:rethinking and renewal》,Taipei city:Wunan

鄭自隆/ Zheng Z-long(1995)《競選廣告-理論、策略、研究案例》(Translated in to Election
advertising- theories, strategies and case studies),Taipei:Zheng Zhong

鄭自隆/ Zheng Z-long(1998)《競選文宣策略:廣告、傳播與政治行銷》(Translate in to:
Election communication strategies: advertising, communication and political
marketing),Taipei:Yuan Liou

鄭自隆/ Zheng Z-long(2004)《競選傳播與台灣社會-Election campaign communication in
Taiwan》,Taipei:Zh Yang Wen Hua


Details